A Variety of Explanations For Variety-Seeking Behaviors: Physiological Needs, Memory Processes, and Primed Rules
A Variety of Explanations for Variety-Seeking Behaviors: Physiological Needs, Memory Processes, and Primed Rules
High Satiety: The Effect of Sensory-Specific Satiety on Choice
J. Jeffrey Inman (
The goal of our research is to explore the attributes of food products that drive switching. Specifically, we build upon Johnson and Vickers (1992) to examine crossover effects of sensory-specific satiety (a temporary reduction in liking of a food following consumption of that food) as a function of the similarity between the consumed flavor and the target flavor. We also extend Inman’s work (2001) by directly assessing the role of sensory-specific satiety and crossover effects on subsequent flavor choice. We test our hypotheses in two product categories in both experimental and field contexts.
Retrospective Preference for Variety: An Ease of Retrieval Perspective
Michelle Lee (
This research demonstrates that preference for variety in memory as opposed to real-time evaluation extends to situations where variety comes about, not as a result of choosing a sequence of options (e.g., Ratner, Kahn & Kahneman 1999), as is typical of studies in variety-seeking behavior, but as a result of varied features contained within an option. We hypothesize that ease of retrieval is the underlying process that accounts for the advantage accruing to the high-variety option in memory. People use the ease of information retrieval as a cue for their preferences or attitudes. Three studies provide support for the predictions.
Variety vs. Consistency Seeking: A Matter of the Primed Rule
When do people make subsequent consumption choices that are similar versus dissimilar to an initial choice? We argue that the amount of variety people incorporate depends on the mental rule that is accessible. This rule could associate either variety or repetitiveness with being a “good choice.” In three studies we find that priming these mental rules – “variety is good” (i.e., open-minded, interesting) or “consistency is good” (i.e., loyal, committed) – influences subsequent choice. These mental rules activate a specific choice criterion, either variety or consistency, which is then applied to actual choice with minimal deliberation or conscious awareness.
Rebecca Ratner and Don Lehmann (2006) ,"A Variety of Explanations For Variety-Seeking Behaviors: Physiological Needs, Memory Processes, and Primed Rules", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 529-531.
Rebecca Ratner, University of North Carolina at Chapel Hill
Don Lehmann, Columbia University
NA - Advances in Consumer Research Volume 33 | 2006
Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case
N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
The Best of Both Worlds: Androgyny in Consumer Choice
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas
Paying to Purchase a Conversation Topic
Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA